Heaven Hill JV with Tierra de Agaves

27 August, 2008
Page 5 
Heaven Hill Distilleries, which claims to be the US's largest independent, family-owned spirits supplier has formed a joint venture with Mexico's Tierra de Agaves (TdA).

The Kentucky-based company said the partnership involves joint ownership of the Lunazul and La Certeza Tequila brands. TdA will gain access to Heaven Hill's global distribution and marketing expertise.

Demand for premium spirits has grown strongly in several markets, including the US, in recent years.

TdA was founded by Francisco Beckmann, the former co-owner of Jose Cuervo. The deal is believed to bring together two of the last remaining family-owned and operated companies in the North American spirits sector.

Lunazul and La Certeza are estate-grown, small batch Tequilas, distilled and bottled about five kilometres from the town of Tequila. The former is a premium 100 per cent agave Tequila, positioned and priced to compete with 51 per cent agave 'mixto' products.

La Certeza is also 100 per cent agave Tequila and is marketed as sophisticated and traditional to appeal to discerning Tequila consumers.

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